Entrepreneurial Marketing Model Design for Facilitating the Entry of Small and Medium Enterprises into Regional Markets

Entering regional markets is often accompanied by numerous challenges for small and medium enterprises (SMEs). This study aimed to design an entrepreneurial marketing model to facilitate the entry of SMEs into regional markets. This research employed a descriptive-analytical approach using a mixed-methods design (qualitative and quantitative). In the qualitative phase, semi-structured interviews with managers and marketing experts were conducted to identify key influencing factors. In the quantitative phase, the proposed model was evaluated through surveys and statistical analysis. The results revealed that key factors, including innovation in marketing strategies, access to financial and human resources, development of business networks, and adaptability to market changes, play a significant role in the success of SMEs entering regional markets. The designed model integrates these factors into a practical framework that can assist managers in strategic decision-making during market expansion processes. This study demonstrates that entrepreneurial marketing, as a novel approach, can serve as a powerful tool to overcome barriers to entering regional markets. The findings provide valuable insights for policymakers and managers to enhance the competitiveness of SMEs and offer guidance for future research in this field.